Making of the Race Face Atlas Ad with Mitch Chubey

Shooting a banger ad in perfect conditions is challenging. Shooting one in Vancouver's unpredictable January weather with a major deadline looming...nightmare. Rather than stage a summer-themed ad and cross our fingers that mother nature would get on board, we opted to embrace the Winter Wonderland that is our backyard. We sent Mitch Chubey up Mt. Seymour to hit a massive snow booter for the first time. Oh, and we lost the overhead lights at 11:45pm. No pressure.